How to use illustrations
Our illustrations have a unique role to play within our brand language. Use the following guidance to see where and how they can be applied.
Illustration
Our illustrations play a more emotive and expressive role. Used alongside our more functional elements, they add warmth and a human touch and help us talk about how our customers might be feeling.
What are they for?
Brand Illustrations
Our illustrations convey emotions and feelings. These can be used to bring warmth to our visuals, and help represent how our customers might be feeling.
How do I use them?
Brand illustrations are always used at a relatively large scale, and are seen alongside more functional assets to create a balance of warmth and function.
Scaling Illustrations
When combining illustrations and icons, use the following guidance to make sure proportions and line weight are kept consistent across applications.
Minimum size
In order to maintain legibility, never scale Illustrations smaller than the these minimum sizes.
Illustrations in motion
Our illustrations are brought to life with subtle motion. The motion should breathe a sense of life and character into the illustrations, without becoming distracting.
For Employees
We have special illustrations for our Employer Brand that represent our five Actions.
What are they for?
Our Action Illustrations bring to life our five Actions. We use these to help communicate our strategy and bring warmth to employee communications.
The do’s and don’ts follow the same rules as the core brand illustrations. See above.
How to create illustrations
Our illustrations have been created by an illustrator in a unique Redcare style. To create more illustrations, please contact our design team at
design@shop-apotheke.com
Illustration misuse
Things to avoid
01.
Don’t use colour combinations that aren’t specified in the guidelines
02.
Don’t use shadow effects
03.
Don’t rotate the illustrations
04.
Don’t add outline stroke to the hexagon shape
05.
Don’t remove the texture from the illustrations
06.
To ensure legibility, don’t use the same background and illustration background colours
07.
Don’t crop the illustrations
08.
Don’t use generic stock illustrations that aren’t consistent with our style